Journal of Consumer Research

P90X? Why consumers choose high-effort products

Stuck in traffic? On hold for what seems like an eternity? Consumers often face situations that undermine their feelings of control. According to a new study in the Journal of Consumer Research, when a person's sense of con ...

dateJul 22, 2014 in Social Sciences
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A closer look at the consuming gaze

Rows of chip bags in a vending machine, endless bottles of shampoo on pharmacy shelves, long lines of books arranged in the bestsellers section at the bookstore. From supermarket shelves to barroom beer selection, long lines ...

dateJul 30, 2012 in Social Sciences
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Fact or fiction: Which do moviegoers prefer?

Do you feel sadder watching a documentary about war or a drama about a young person dying of cancer? According to a new study in the Journal of Consumer Research, consumers mistakenly believe they will have stronger emotio ...

dateAug 26, 2014 in Social Sciences
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